Brandwave

How popular isPure Milford?

In September 2026, people searched for Pure Milford by name about 1,100 times in New Zealand, a 5.2% decrease from the previous year. These searches made up 14.5% of all New Zealand milford Sound cruise searches, placing Pure Milford fourth out of six cruises. When we asked both ChatGPT and Google AI Overviews about milford Sound cruises, Pure Milford appeared in one of the four answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Pure Milford is the fourth most searched of 6 competitors and the fifth most recommended in AI answers.

  1. Southern DiscoveriesShare of searches 32.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. Cruise MilfordShare of searches 25%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. Mitre Peak CruisesShare of searches 17.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. Pure MilfordShare of searches 14.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. RealNZShare of searches 10.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd

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Top milford Sound cruises in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Pure Milford was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Pure Milford is the fifth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Mitre Peak Cruises1st
  2. Cruise Milford2nd
  3. RealNZ3rd
  4. Southern Discoveries4th
  5. Pure Milford5th
  6. Jucy Cruize–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cruise Milford4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mitre Peak Cruises4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • RealNZ4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Southern Discoveries2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Pure Milford1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Jucy Cruize0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about milford Sound cruises

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which milford Sound cruises compete with Pure Milford?

Pure Milford against milford Sound cruises in New Zealand, by month

Share of searches by month for Southern Discoveries, Cruise Milford, Mitre Peak Cruises, Pure Milford, RealNZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSouthern DiscoveriesCruise MilfordMitre Peak CruisesPure MilfordRealNZJucy Cruize
Oct 202532.9%21.3%21.3%13%11.1%0.45%
Nov 202530%23.9%23.9%12.3%9.6%0.25%
Dec 202532.3%26.2%21.1%11.5%8.5%0.51%
Jan 202628.2%27.9%22.5%12.1%8.8%0.39%
Feb 202632.6%26%21.5%10.8%8.9%0.27%
Mar 202630.2%24%24%12.8%8.7%0.33%
Apr 202629.3%23.8%23.8%12.5%10.1%0.5%
May 202632.5%25.5%17.4%12.5%11.5%0.54%
Jun 202631%26%16.2%14.4%11.9%0.49%
Jul 202625.7%30%20.5%14%9.3%0.47%
Aug 202636.7%24.1%15%13.7%10.2%0.3%
Sep 202632.2%25%17.1%14.5%10.9%0.26%

  1. 1.Southern Discoveries

    32.2%

    Held 1st. 2.5K estimated branded searches, +0.41% vs prior month. Share -4.5 points.

  2. 2.Cruise Milford

    25%

    Held 2nd. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.9 points.

  3. 3.Mitre Peak Cruises

    17.1%

    Held 3rd. 1.3K estimated branded searches, +30% vs prior month. Share +2.1 points.

  4. 4.Pure Milford

    14.5%

    Held 4th. 1.1K estimated branded searches, +20.9% vs prior month. Share +0.8 points.

  5. 5.RealNZ

    10.9%

    Held 5th. 830 estimated branded searches, +22.1% vs prior month. Share +0.7 points.

  6. 6.Jucy Cruize

    0.26%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Pure Milford and its closest rivals

Every comparison with Pure Milford

4 comparisons

How has branded search demand for Pure Milford changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pure Milford in New Zealand fell from 1.2K to 1.1K.
  • Across the 12 months ending September 2026, Pure Milford’s share of searches among milford Sound cruises in New Zealand increased from 13% to 14.5%.
  • Across the 12 months ending September 2026, Pure Milford’s share of searches among milford Sound cruises in New Zealand peaked at 14.5% in September 2026 and was lowest at 10.8% in February 2026.

How did search popularity change for New Zealand milford Sound cruises in September 2026?

6 changes

  1. In September 2026, Mitre Peak Cruises gained share of searches among milford Sound cruises in New Zealand, from 15% to 17.1%.

  2. In September 2026, Cruise Milford gained share of searches among milford Sound cruises in New Zealand, from 24.1% to 25%.

  3. In September 2026, Pure Milford gained share of searches among milford Sound cruises in New Zealand, from 13.7% to 14.5%.

  4. In September 2026, RealNZ gained share of searches among milford Sound cruises in New Zealand, from 10.2% to 10.9%.

  5. In September 2026, Southern Discoveries lost share of searches among milford Sound cruises in New Zealand, from 36.7% to 32.2%.

  6. Estimated monthly branded searches for Jucy Cruize in New Zealand fell 50% over 12 measured months, from 40 to 20 in September 2026.

How are Pure Milford’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Pure Milford’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • pure milford
  • pure milford cruise
  • puremilford

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